# Customer Lifetime Value

> YogoQ Core AI-readable term handoff. Preview, read-only, Reviewed/Verified only.

- Canonical URL: https://core.yogoq.com/en-US/core/customer-lifetime-value
- Locale: en-US
- Quality: reviewed
- Publication status: published_reviewed
- Schema version: core-reviewed-term-ai-handoff-v1
- Trust policy: core-trust-policy-v1-2026-06-22

## Short Definition

LTV estimates the value a customer generates over the relationship.

## 一言でいうと

LTV estimates the value a customer generates over the relationship.

## 計算方法

- Simple formula | LTV = ARPU x gross margin / churn rate | A common SaaS approximation

## 含めるもの / 含めないもの

- Include | Recurring revenue, gross margin, retention duration, expansion | They define customer value
- Exclude | Speculative future expansion, one-off outliers | They overstate value

## 意味

LTV combines customer value, gross margin, retention duration, and churn to guide how much acquisition investment can be justified.

## 役立つ場面

- Use it to judge CAC limits, pricing, and customer-segment priority.

## 使い方のポイント

- Compare LTV and CAC by segment rather than only by average.

## 変動要因 / ドライバー

- ARPU / gross margin | Customer-level profitability | Raises LTV
- Churn rate | Drives retention duration | Strongly changes LTV

## 判断するときの注意点

- Early businesses with unstable churn can easily overstate LTV.

## よくある誤解 / 落とし穴

- Only using average LTV can hide weak customer segments.

## 最小例

Example: ARPU 10,000 yen, 80% gross margin, and 2% monthly churn gives simple LTV of 400,000 yen.

## 似ている言葉との違い

- CAC | Acquisition cost | LTV is the value after acquisition

## FAQ

### What does LTV/CAC show?

It checks whether acquisition cost is justified by customer value.

## Sources

- YogoQ Core business foundation editorial baseline

## Limitations

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